What is Tommy Hilfiger’s 'Phygital' Show?
After three years Tommy Hilfiger is making his return to New York Fashion Week with a “see now buy now” ‘phygital’ runway show. The real-life show will take place at a drive-in movie theatre ‘Brooklyn’s Skyline Drive-In’ while the virtual show will be streamed on Roblox. The virtual show will broadcast avatars wearing the digital exclusive collection walking through a virtualized New York City.
The brand’s first partnership with Roblox was in December 2021 with a 30-piece digital fashion collection on Roblox for users to purchase for their avatars. Then in June, Tommy Hilfiger expanded its presence on the gaming platform with the Tommy Play community space.
Tommy Hilfiger has had many successful collaborations with gaming within the Metaverse, starting all the way back in 2016 when Tommy Hilfiger partnered with the popular Gen Z game Animal Crossings. December 2021 with Roblox creating a 30-piece collection. With successful ventures they expanded their presence in gaming and launched the Tommy Play community space.
Tommy Play Community Space
Brand partnerships with gaming platforms in the metaverse have proven to be fruitful with Martijn Hagman, CEO, of Tommy Hilfiger and PVH Europe saying “Our digital foundation was in a great place, and we were able to evolve from there, so far, consumers are showing an appetite for these interactions, and we are committed to being relevant on their journey.”
Many fashion brands began heading into the Metaverse during the pandemic with major companies such as Burberry and Dolce & Gabbana joining Decentraland’s Metaverse Fashion Week this past year. With brands buying up more NFTs and creating their own Metaverse experiences, digital is here to stay.
These Metaverse experiences are becoming a necessity as the fashion industry heads fully into the digital age. Brands are looking for different ways to heed the digital demand and one major way a fashion brand can head into the Metaverse is by creating a digital showroom through ORDRE Meta.
This tailored virtual space allows the brands the opportunity to reach buyers and retailers on a global-scale working alongside the physical showroom model. By replicating the brands’ physical showroom, ORDRE Meta is able to recreate and use 3-dimensional modelling with interactive buttons to allow buyers and retailers a way to move around the showroom. The buyer and/or retailer can click on certain areas within the virtual space and a model will auto-populate with details of the garment. To create a more immersive feel, ORDRE Meta users also have the option to use the ORB360 V3 to build out 360 imagery.
